"ITV is under threat of losing advertising revenues
from The X Factor to a parallel programme run by rivals who plan to
hi-jack the talent show’s viewers."

It seems to be another indication that broadcasters are doing too little too late to own the second screen around their own properties.

Exclusive
to zeebox, #YAPPFACTOR will feature broadcaster and
comedian Jake Yapp’s acerbic tongue-in-cheek commentary on The X Factor –
live in video as the show goes out, giving fans the chance to
participate as they watch.

#YAPPFACTOR viewers will be able to
interact with Jake in real-time, take part in competitions and answer
polls created live in reaction to what’s happening on the first screen –
as well as enjoying the full, engaging suite of interactive features
offered by zeebox around every UK TV show. Fans of the talent show will
also get to see their comments and content feature in #YAPPFACTOR and receive unique themed
content to share across their social networks.

Jake
Yapp’s online TV reviews have garnered a quarter of a million hits and
invited comparison with Charlie Brooker. Previously a writer for Never
Mind The Buzzcocks (BBC2) and TV Offal (Channel 4), Yapp’s Radio 4 Extra
series Pleased To Meet You was nominated for the Sony Radio Academy
Award for Best Comedy. In #YAPPFACTOR, Jake will be “assisted” by
alter egos including Timmy Crumble – the world’s unluckiest reality show
wannabe – and a little-known relative of Paul the Octopus, the equally
clairvoyant Psychic Chicken.

#YAPPFACTOR’s live video streaming will be
provided by zeebox’s official live video partner ShowCaster, and the
real-time interactive show will be independently produced by social
media marketing and live content production company Telegraph
Hill.

Simon Miller, Chief of Product & Content Development at zeebox said:

“Putting viewers at the heart of the show and unleashing
Jake’s spiky and hilarious take on The X Factor, #YAPPFACTOR will provide the ultimate
companion experience for viewers.”

Jake Yapp said:

“zeebox gives us the most awesome opportunity to share The X
Factor experience in real-time – I love that, as the show progresses,
people watching can pitch in.”

“I am hoping the
experience will be like a massive ruck, with The X Factor judges on one
side, viewers at home on the other, and me somewhere in the middle,
being punched into unconsciousness. WICKED.”

Will Neale, CEO at ShowCaster said:

“It’s great to be working with zeebox as they continue to push
the boundaries of social TV, all alongside one of the most successful
live TV formats.”

Jack Simcock, Founder at Telegraph Hill said:

“We’re excited to be able to use innovative social marketing
methods to bring this pioneering proposition to new
audiences.”

#YAPPFACTOR debuts in zeebox alongside the
first live final of The X Factor on 6 October.

zeebox
is available on the Web, iPad, iPhone and Android smartphones at http://zeebox.com

1. Yapp Factor is not endorsed by nor associated with The X Factor, Syco Television, or ITV plc.